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Breaking new ground: base-of-pyramid service research

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  • Javier Reynoso
  • Ana Valdés
  • Karla Cabrera

Abstract

Two-thirds of the world's population lives in poverty, a global problem that researchers from a wide variety of disciplines study. Yet there is a fundamental lack of service research pertaining to this huge segment of society, commonly known as the base of the pyramid. This segment offers a rich source of information that could help break new ground in service research, by exploring services in contexts in which its current concepts, models, theories, and generalizations might not apply the same way. This article starts by exploring key contributions in base of the pyramid literature and identifying the main perspectives from which extant knowledge has developed. By revising existing service research priorities to identify useful intersections with base of the pyramid perspectives, this study offers new grounds deriving five research streams that reflect the integration of base of the pyramid research perspectives with service research priorities. Finally, this article details the emerging area of base of the pyramid service research using one of those research priorities, namely, transformative service research, in an effort to specify the relevant objectives, scopes, differences, and similarities and thereby identify common grounds for future service research at the base of the pyramid.

Suggested Citation

  • Javier Reynoso & Ana Valdés & Karla Cabrera, 2015. "Breaking new ground: base-of-pyramid service research," The Service Industries Journal, Taylor & Francis Journals, vol. 35(13), pages 695-709, September.
    • Handle: RePEc:taf:servic:v:35:y:2015:i:13:p:695-709
    DOI: 10.1080/02642069.2015.1079818
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    Cited by:

    1. Simon Joncourt & Heiko Gebauer & Javier Reynoso & Karla Cabrera & Ana Valdes & Katharina Greve, 2019. "Extending the Base-of-the-Pyramid Concept," Service Science, INFORMS, vol. 11(3), pages 241-261, October.
    2. Chaudhuri, Atanu & Prætorius, Thim & Narayanamurthy, Gopalakrishnan & Hasle, Peter & Pereira, Vijay, 2021. "Finding your feet in constrained markets: How bottom of pyramid social enterprises adjust to scale-up-technology-enabled healthcare delivery," Technological Forecasting and Social Change, Elsevier, vol. 173(C).

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